Sony to focus on quality moments in new Z1 ad campaign

Sony Mobile is set to focus on quality of experience rather than quantity with a new television ad campaign for the forthcoming Xperia Z1 smartphone.

The handset, which is out next week, is Sony's latest flagship smartphone, touting a five inch screen. The ads will be rolled out across 25 countries across TV, print, digital, out-of-home and retail. The campaign will show a series of vignettes about how the Xperia Z1's water resistant and camera features benefit a user. The campaign will be backed by a Facebook gallery of photos highlighting 'special moments' taken by global photographers from the World Photography Organisation. Sony will run a competition encouraging consumers to share the best photos for a chance to win the Xperia Z1.

Louise Forbes, director of product marketing creation at Sony, said: 'This campaign continues the story we started earlier this year, highlighting the best of Sony in a premium smartphone, but with an important addition – you. The creative reflects the groundbreaking camera experience and iconic design of Xperia Z1 by showcasing the best moments in life that we rely on our smartphones to capture and share.'